Contents -- Foreword to the first edition -- Preface to the second edition -- Preface to the first edition -- Acknowledgements -- 1 What is marketing? -- WHAT THE PUBLIC THINKS… -- SO WHAT DO YOU THINK? -- 2 The Marketing Model -- TESTING THE MODEL -- 3 Issues raised by the Marketing Model -- WHAT BUSINESS ARE YOU IN? ARE YOU PRODUCT LED OR MARKET LED? -- SHOULD YOUR ACTIVITIES BE FOR THE BENEFIT OF YOUR OWN BUSINESS, THE CUSTOMER, OR THE MARKET? -- WHICH SIDE SHOULD YOU BE WORKING ON: CHANGING CAPABILITIES OR INFLUENCING NEEDS? -- SHOULD FMCG MARKETERS BE MORE CONCERNED WITH THE RIGHT SIDE, AND B2B MARKETERS WITH THE LEFT? -- IS IT MARKET NEEDS OR CONSUMER NEEDS? THE CONCEPT OF THE MARKET CHAIN -- IS PROFITABILITY THE AUTOMATIC CONSEQUENCE OF A GOOD MATCH? -- HOW FAR AHEAD MUST YOU BE LOOKING? -- 4 In search of 'good marketing' -- GOOD MARKETING AND READING THE SIGNALS -- GOOD MARKETING AND PROVIDING VALUE -- GOING BEYOND 'GOOD MARKETING' -- CONSUMER, BUSINESS TO BUSINESS, OR SERVICE? -- 5 The marketing process -- THE MARKETING PLAN -- THE MARKET AUDIT: INFORMATION AND ANALYSIS -- THE SANITY CHECK -- IMPLEMENTATION AND REVIEW -- THE 'THREE-STAGE' PROCESS -- 6 Writing the marketing plan -- WHY WRITE A PLAN? -- THE PLANNING CASCADE -- THE PLANNING HORIZON -- THE TEMPLATE -- TEN TIPS ON WRITING THE MARKETING PLAN -- 7 Market research -- RESEARCH AND DECISIONS -- TYPES OF RESEARCH -- FOCUSING YOUR DATA NEEDS -- COMMISSIONING YOUR OWN RESEARCH -- ACT OF FAITH? -- 8 Chakravati's piano, or, why you need market research… -- 9 The strategic audit -- ANALYTICAL TOOLS AND DECISIONS -- PESTLE ANALYSIS -- MARKET MAPPING -- MICHAEL PORTER'S 'FIVE FORCES' ANALYSIS -- THE SWOT ANALYSIS -- THE DIRECTIONAL POLICY MATRIX (DPM) -- 10 The CONNECT Inc case study -- THE COMPANY BACKGROUND -- SALES ORGANIZATION -- THE NEW MARKET -- THE NEW SALES TEAM.

THE 'UNKNOWN' MARKET -- TARGETS AND FORECASTS -- THE BUSINESS IN 1992 -- THE MARKETING REVIEW -- CASE STUDY QUESTIONS -- 11 Vision and objectives -- MANAGING THE FUTURE -- VISION: THE MISSION STATEMENT -- MARKETING OBJECTIVES -- THE FINANCIAL IMPERATIVES -- 12 How will we grow? -- THE ANSOFF MATRIX AND RISK -- GAP ANALYSIS -- 13 How will we compete? -- PORTER'S CHOICES -- 14 What will drive us? -- VALUE DRIVERS -- PUSH OR PULL STRATEGIES -- ASSET MANAGEMENT -- SUMMARY -- 15 Who will we serve? -- SEGMENTATION -- WHY SEGMENT? THE STRATEGIC OPTIONS -- BENEFITS OF SEGMENTATION -- THE SEGMENTATION PROCESS -- STEP 1: IDENTIFYING THE CRITERIA FOR SEGMENTATION -- STEP 2: TARGETING - THE SELECTION OF SEGMENTS -- STEP 3: POSITIONING -- SEGMENTATION AND MARKET RESEARCH -- 16 Branding -- BRAND ARCHITECTURE: PUTTING IT ALL TOGETHER -- BRAND POSITIONING: A PLACE IN MIND -- VALUING THE BRAND -- 17 The segment audit -- DELIVERING THE VALUE -- DEFINING VALUE -- SEGMENT AUDIT TOOLS -- VALUE CHAIN ANALYSIS -- THE TOTAL BUSINESS EXPERIENCE -- SHARED FUTURE ANALYSIS -- 18 The value proposition -- MAKING A POSITIVE IMPACT -- SOME HINTS ON USING THE PROCESS -- 19 Relationship management -- THE MARKET-FOCUSED STRUCTURE -- KEY ACCOUNT MANAGEMENT (KAM) -- CUSTOMER CLASSIFICATION AND DISTINCTION -- CUSTOMER SERVICE -- CUSTOMER RELATIONSHIP MANAGEMENT -- 20 Brand management -- THE HISTORY OF DELIVERING VALUE -- THE BRAND RELATIONSHIP -- BUILDING POSITIVE ASSOCIATIONS: MOMENTS OF TRUTH -- BRAND EXTENSION -- THE LEARNING BRAND -- 21 Functional alignment -- THE SUPPLY CHAIN -- THE CAPABILITY AUDIT -- 22 Portfolio management -- THE CHALLENGE -- THE BOSTON BOX -- THE DIRECTIONAL POLICY MATRIX -- 23 The tactical audit -- CUSTOMER SATISFACTION SURVEYS -- TRACKING OF PROMOTIONAL SPEND EFFECTIVENESS -- 24 The four P's… or the four C's? -- 25 Product -- THE COMMODITY -- ADDED VALUE.

PRODUCT LIFE CYCLES -- 26 Place -- CHANNELS OF SUPPLY -- CHANNEL MANAGEMENT -- LOGISTICS AND SUPPLY CHAIN MANAGEMENT -- MARKETING AND SALES -- 27 Promotion -- THE PURPOSE OF PROMOTION -- THE CAMPAIGN AND THE COMMUNICATION -- THE EFFECTIVE COMMUNICATION -- THE CHOICE OF MEDIA: PROS AND CONS -- SELECTING AND BRIEFING AN AGENCY -- 28 Price -- WHY PRICE MATTERS -- SETTING THE PRICE: FOUR GENERIC METHODS -- COMPETITIVE PRICING STRATEGIES -- OPEN BOOK TRADING -- A PRICING SELF-ASSESSMENT -- 29 The Ambient Ltd case study -- 30 The marketing health check -- 31 Getting further help -- APPLICATION TOOLS -- TRAINING OPPORTUNITIES -- ON-THE-JOB EXPERIENCE -- FURTHER READING -- Index.